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Tips On Creating An Omnichannel Checkout Experience

In our Curated Commerce Strategy series we identify a common eCommerce challenge, then we curate some of the industry’s best thinking, tools and resources into an easily digestible summary that can be referenced whenever you need it.

 

Synopsis

Giving your customers an omni-channel experience when they are buying from you is an important aspect of the modern world of shopping. What customers want to see is variety, and giving them choices to buy through different channels is highly beneficial for modern businesses.

However, the biggest challenge that businesses face today is providing the optimal omni-channel experience to customers, while at the same time keeping things organized  internally within the company.

In this strategy, we will take a look at the importance of establishing an omni-channel checkout experience and how the make shopping pleasant for consumers.

This Strategy Will Help You With

Customer Experience Revenue Increase • Ecommerce Strategy
 

 

Tips From Experts

Optimize for Mobile Shopping and Easy Checkout

Smartphones are dominating the world of technology, so it is not a surprise that people started using their mobile phones to shop online. Omnichannel becomes essential for this situation. It is estimated that the number of people shopping online has risen even 24% since 2013. Additionally, 27% of all retail sales on Black Friday this year were done through mobile.

The numbers clearly point out that if you haven’t done it yet, it is time to optimize your e-commerce for mobile devices. You should make it easy for customers to navigate through the website, have a clear overview of the product and be able to pay easily. The design of your website should be responsive i.e. to adjust to all screen sizes, so customers can easily navigate through.

Another smart idea to satisfy customers who are shopping through mobile devices is to develop an app if your online store is larger. Apps allow a greater degree of flexibility and the functionalities can be done specially for mobile users.

When it comes to the checkout part, incorporating different payment methods can be a great advantage. Depending on the payment system you are using, you can expand the choices for customers as much as possible, i.e. give them the possibility to pay through credit or debit card, PayPal, and even ApplePay or GoogleWallet.

 

Order online, pick-up at store

If you own a physical store but also operate online, you can give your customers great flexibility when it comes to buying a product they desire. If they would like to have the product delivered to their doorstep, that’s alright. However, there are users that need a little additional push in order to make the purchase.

You can give your customers the opportunity to buy the product through you online store, yet they can pick it up from your physical location. That way, they will be able to see the product before finishing the buying process and they will feel safer. Also, give your customers a return policy, so if they didn’t like the product they purchased, they can get their money back. By doing this,  you will leave a good impression,  start building customers’ trust, and possibly win a returning customer.

A great example of flexibility is Starbucks’ payment system, which is available through their app. Simply, they allowed users to place orders and pay for them without being in the store. This way, customers could: (1) get their coffee without having to wait in line, (2) place the order on the way to the coffee shop and (3) pick it up immediately.

Additionally,  customers might prefer to buy from a physical location shop due to other reasons, apart from just looking at the product.Some users also want to avoid shipping expenses and instead head to a shop near them. Others want to skip waiting on delivery, and get the product immediately. Whatever the case is, according to a study by Google and Purchase, even 70% of in-store purchases precede a certain online activity in researching the product.

 

Check out on Social Media

Facebook introduced their own Marketplace some time ago. This drastically changed things and allowed users to purchase directly while browsing the popular social network.

It is nothing new to use Facebook to sell items: you market your products on Facebook, either through posting content on your page or by paid ads; the user sees the ad and heads to your Facebook page; the user potentially heads to your website; the user buys the product.

With this new buy-sell option, Facebook simplified things for businesses and customers again. Setting a Facebook store for your business is a great way to reach out to new customers on social media.

Facebook also introduced the Facebook Bot, which can be used by businesses to reach out to customers. By building their own bots, businesses can stay ahead of orders, as the bot can have simple conversations with a potential customer, ask for the required info and register the order which users want to do. This way, the bot replaces the human factor, and you can receive orders 24/7. After receiving the order, you can use Facebook Messenger to give the customer updates about their orders.

Incorporate Different Payment Methods

Customers will change their mind about purchasing something if the payment process on your website is too complicated or if the payment options are too limited. Having different payment options available is always advisable, since consumers can choose the one that works the best for them.

Entry-level companies may not always have too many options available from the start, which is understandable, but they should always strive to expand the choices for customers. Still, being covered by the widely used payment methods such as PayPal is a good place to start.

The expansion of choices for developing companies depends largely on the costs for implementing a certain payment solution. The company then needs to decide which direction will they move their payment strategy in, depending on what kind of payment solutions  users want to use the most. Finally, leading companies not only offer a wide range of payment options, but also break down the total costs that the user pays  into different sections – order summary, shipping costs, VAT etc.

It is estimated that  transaction costs lower as the company progresses i.e. leading companies to pay lower transaction costs compared to  entry-level companies. The costs range from 4.1% for entry-level companies to 0.9% for leading companies.

Nevertheless, it is recommended that in the end you show all this cost break-down only after the user has completed the purchase. Otherwise conversion rates might be affected.

Another benefit you can give to your loyal customers is keeping their payment info, so they don’t  have to enter it each time they want to purchase something from you. However, in order to do so, first of all you need to have a permission from the customer. The simplest way to do this is to incorporate a field in the checkout form the first time they buy from you, whether they would like you to store their info for next time. Of course, storing such information means that your servers must be 100% safe and PCI compliant, so customers will not have to worry about their personal data being leaked and misused.

Must-Read Content From Experts

The Store of the Future and the Role of Omni-Channel Payments

A brief study focused on achieving a great omni-channel experience.

Omnichannel Retail Index 

A research done on consumers regarding what shopping options they would like to have available.

The New Omni-Channel Approach to Serving Customers

Why and how to create an omni-channel experience for your customers.

 A strategy for omnichannel success

An extensive guide to creating an omni-channel experience, lower costs per transaction.

Tools

 Due

Due is a simple payment solution which now only supports international credit cards, but also PayPal and Skrill with a flat transaction rate.

Dwolla

A free payment solution for U.S. transactions only.

2Checkout

A payment solution which supports both online payment and mobile payment.

Charge.com

Offers a solution for small businesses with low fees, and supports both online and mobile payments.

Industry Leaders

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Aurelia Ammour

Co-Founder at iVentures Consulting, E-commerce and Omni-channel expert

@aammour
Brendan-Witcher
Brendan Witcher

Analyst at Forrester Research, specializing in digital business strategy and omnichannel

 @BrendanWitcher
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Bill Mirabito

Consultant at B2C Partners, modernizing online retailers and omnichannel strategies

@bmirabito
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 Josh Brammer

E-commerce solutions creator, focusing on omnichannel experience and B2B retail

@ideasbyjosh

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